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Brain Research New Zealand

Content Strategy, Copywriting, Graphic design, Social media marketing, Video production, Web design

Background and challenges

Brain Research New Zealand – Rangahau Roro Aotearoa (BRNZ) is a Centre of Research Excellence which was newly created in 2014. BRNZ involved 4 Universities – Otago, Canterbury, Auckland and AUT along with several independent research institutes and groups and over 300 researchers.

BRNZ’s aim was to advance the treatment and prevention of diseases of the ageing brain on a global scale. BRNZ therefore required a heavy-duty marketing approach to kick it off.

I was the sole-charge marketing person for the group and as such had to be a one-woman band. I also had a zero dollar marketing budget with virtually no access to funding for day-to-day marketing, with the exception of the creation of the annual report and some key research events.

As such I needed to produce valuable marketing assets out of nothing but my own capabilities. I also needed to foster an atmosphere of branding consistency and cooperation between historically competitive institutions, which were now brought together under the same banner for the first time.

I therefore put together a marketing strategy and then executed all of it highly effectively.

Actions

• Management of a database of community members for targeted personalised comms around specific issues, via Hubspot and HootSuite.

• Ongoing community outreach with relevant not for profits and iwi across the country – both online and in-person events.

• Event planning, management and promotion before, during and after events.

• Produce creative, cost-effective merchandise, branding materials and visual branding (myself and via an outsourced agency).

• Social media management and content management best practice training for researchers.

• Measuring and optimising the website using Google Analytics and making cost-effective recommendations for optimising content for SEO and conversion.

• Content, design and digital marketing using free and open-source tools where possible to keep costs low.

• Media liaison with Fairfax, NZ Herald and other journalists and getting researchers stories out into the media.

• Relationship building with dispersed teams and individuals in order to capture and convey research stories to the wider world and get cooperation on key campaigns.

 

Results

 

Community engagement, social media and online conversion optimisation

As a part of my role with Brain Research New Zealand – Rangahau Roro Aotearoa, my role was to engage directly with Not for Profits and Maori Iwi within Auckland and Dunedin and to arrange marae visits for researchers and clinicians.
BRNZ had a stall at Te Matatini 2016 was an outstanding success. I managed to giveaway over 3,000 kete bags with the koromiko seeds and also to giveaway approximately 1,500 notepads. The community outreach and #GrowWithBRNZ campaign online and offline resulted in a 30% increase in Twitter followers along with substantial user generated content.
The campaign also meant a spike in engagement, with over 3,000 views of the website during the week of the event. The conversion goal of 100 responses to our online survey was exceeded and we received over 800 responses to the online survey into knowledge of neurological conditions.
Community events (which I organised and ran) contributed to the group receiving millions in philanthropic funding towards improving health outcomes.

Media interviews 

Read the full selection of stories on Linked In

 

Web design, graphic design, content marketing

I designed a new website for Brain Research New Zealand which was based on usability assessments, paper and online surveys, and research into the existing CMS and what pages were most visited on the site. Also the UX process involved integrating the most important user functionality such as access to new research studies looking for participants, as well as contact information for key clinicians. I designed the site with this and design best practice principles in mind.

Internal communications/ research collaboration

I wrote, designed and produced a pamphlet for researchers to promote themselves internally to other researchers within BRNZ and externally to researchers around the world.

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Annual Report writing, design and production management

This was the first annual report ever produced for Brain Research New Zealand.Therefore it needed to be visually impressive, on-brand and also contain stories of substance and scientific rigour which would impress the target audience – the Tertiary Education Commission (TEC) the governing body which provides funding to BRNZ on a 4 yearly basis.

I coordinated the content, interviewed researchers, coordinated the photography and managed the production of the design and printing via a design agency.

Click image to browse the document

Video production and post production

For the opening of several new dementia research clinics across the country, I managed photo shoots and produced a series of videos which featured interviews, speeches and cut aways to stock footage.  See examples below

eDM template design and distribution

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Direct Line Insurance logo

Direct Line Insurance

Content Strategy

At a glance

  • Conducted an audit their existing content and found there wasn’t enough content around business van ownership which would be of interest to a particular target audience (business van and ute owners).
  • Created a series of how-to helpful resources for their website about van ownership, saving money on business vehicle insurance and common challenges for tradespeople.
  • Worked with client to create a suite of FAQs which answered the commonly asked questions via social media and customer service inquiries.
  • Worked on a content marketing strategy which encompassed blogging on 3rd party sites about van ownership and insurance.
  • Worked with freelance content writers, third party blogger sites, designers to pitch out and manage the creation of infographics and blog posts.

Background

Direct Line Insurance were a client of a digital agency where I worked. I worked directly with them as their account manager and also acted as their content strategist for a sub-brand of van insurance. I helped their corporate team with articulating the right messaging and the right content that would be relevant for their customer personas, the people who would be interested in buying their van insurance.

Through customer research, we gleaned that the types of customers interested in Van insurance were

  1. busy, self-employed tradesmen who are time-poor and also wanting tips on how to save money in their business.
  2. Owners of small businesses with a fleet of several vehicles used by sub-contractors.

These people were highly engaged on mobile devices and often listened to radio. They were interested in ways that they could save money and time on their commutes between jobs. They were interested in ways they could save on having insurance for their vans and work vehicles.

Content strategy

I worked with their on-site team to create a content marketing strategy which was strengthened by using a mix of radio and mobile based advertising, as well as content marketing which was delivered via a mobile application.

This mobile app provided personalised money saving tips for van owners and included discount offers for petrol stations across the UK and real-time traffic updates for people out on the road every day.

The mobile app also had a calculator which recommended the right Direct Line insurance policy for the individual according to their van’s payload, location and budget.

An RSS feed with relevant content from the mobile optimised website ensured that people were able to access personally relevant money and time saving tips, according to their interest.

I helped to develop an editorial tone of voice which suited the audience – van owners. I helped Direct Line to coordinate the kind of content they needed for both the mobile app and the online blogs. I managed two content writers to complete the copy according to their needs.

Results

The mobile app received over 4,000 downloads while it was active. There was two updates to the app and it was rolled out on Android and iOS. Direct Line considered the van insurance mobile app as successful  because it contributed to the early-to-middle sales funnel (the brand awareness and evaluation  phases).The mobile app positioned their nascent van insurance brand within a place of high authority with their target audience. The mobile app allowed Direct Line to capture and qualify thousands of new sales leads through that platform. The mobile friendly blog and personalised RSS feeds which fed into the blog was used primarily to create thought leadership and to foster trust with potential customers by providing them with the information that they need, to help them become better or more efficient in their work – information about taxation, sub-contracting, real-time traffic updates, discounts on petrol and other incentives which are highly important to them.

My Van is My Home Infographic

Van Insurance – Online Knowledge Centre

https://www.directlineforbusiness.co.uk/van-insurance/knowledge-centre

https://www.directlineforbusiness.co.uk/van-insurance